| Description |
1 online resource : illustrations (black and white, and colour) |
| Series |
SAGE knowledge. Cases |
|
SAGE knowledge. Cases
|
| Summary |
This case study examines the relaunching in 2012 of a previous car model. The 2012 Volkswagen Beetle was intended to appeal to design-conscious, nostalgic, cool men - as well as to women. The relaunched Volkswagen has to compete with other retro cars models, most notably BMW's Mini |
| Notes |
Originally Published in: Masterson, R., & Pickton, D. (2014). The Lovely, Ugly Bug. In Marketing: An introduction (third ed., pages 551-554). London: SAGE Publications Ltd. Print. ISBN: 9781446266472 |
|
Online resource; title from home page (viewed on April 19, 2016) |
| Subject |
Volkswagen Beetle automobile -- Marketing -- Case studies
|
|
Branding (Marketing) -- Case studies
|
|
Branding (Marketing)
|
| Genre/Form |
Case studies
|
| Form |
Electronic book
|
| ISBN |
9781473938243 |
|
1473938244 |
|
